An Assessment of Theoretical and Methodological Development in International Marketing: 1980-1990

This study examines the state of the art in international marketing research published in the 1980–90 period, and probes significant changes in the field, both in terms of the substance of research and methodologies employed. A major conclusion of the previous review articles ( Albaum and Peterson 1984 ; Boddewyn 1981 ; Cavusgil and Nevin 1981) was that international marketing research had been fragmentary and exploratory without a strong theoretical framework. In this study, we find that the field has since made substantial progress both in the development of conceptual frameworks for the studies conducted and in the empirical testing of concepts and theories.